[MUSIC PLAYING] 81% of shoppers do research before buying anything, 81%. We are living in the times of the self educating buyer. This is good news for you. Because when folks are ready to buy something new online they often search directly for the product name, how to use the product, or compare brands to find the best choice for them. Or they're simply searching for how to resolve a problem they're having and looking for a product that will make their life easier.
All of this data, the questions, the phrases, is being collected by search engines. So you know what that means, you can use this data to your advantage and create content people are already searching for. In this video, you'll learn how to expand your content strategy by leveraging search data. Step one, do some research. Start with a Google Search to see what types of content are already ranks well in your industry.
What's missing? Use tools like Google AdWords, Analytics Trends or Answer The Public to help you find the words and the phrases people are using to find products in your industry. You will be able to see the content that comes up based on their search. Does the content hit the mark or could you do better? Where can your content fill in the gaps?
If you find key words and phrases that show up often, but don't necessarily rank at the top check the level of competition for these words. As you may be able to create content that fills gaps in the market. Which moves us to step three, creating your content pillars. Your content pillars are the set of themes, specific topics, or selling points about your products that can be broken down into materials to help you market your business.
Through blog posts, e-books videos, email campaigns, you get the idea. Using Shopify as an example content pillars could be business tips for SMB's, entrepreneurial stories, and product updates. Last step when it comes to topics and creating content go far and wide. Think about every possible way you can create content that helps your customers understand why your brands or your products are necessary to create the life that they want.
Before I go I'll leave you with some tips to make sure that search engines can easily find your content. Use the keywords you select throughout your content in your headlines, descriptions, metadata, and social captions. When you're thinking about a new piece of content think first about the value you want to deliver it to the viewer. And how you'll deliver the value across different distribution channels.
For example, the story of how you started your brand may be best told in a blog post. You could create a quick video for Tik-tok or Instagram that reflects the headings of the blog posts. Tease the story in a Twitter thread including a link to the blog posts. And plug the blog post in an email campaign. One topic, three distribution strategies easy as pie right. Building a content strategy is certainly some work up front.
But it will pay off in the long run. By following these steps, you will set up a clear cut path to showing off the features and benefits of your products in a way that your customers can easily understand. Thanks for watching.